-LRB- CNN -RRB- -- Jes Baker is cutting retailer Abercrombie & Fitch down to size .

Baker , who blogs under the name `` The Militant Baker '' and wears a size 22 , changed the brand 's A&F logo to `` Attractive & Fat '' in a mock , black-and-white Abercrombie ad to challenge the line 's branding efforts .

The photos come as a provocative response to contentious comments Abercrombie CEO Mike Jeffries made in a 2006 Salon article about the multibillion-dollar brand 's target audience .

`` In every school there are the cool and popular kids , and then there are the not-so-cool kids , '' Jeffries said . `` Candidly , we go after the cool kids . We go after the attractive all-American kid with a great attitude and a lot of friends . A lot of people do n't belong -LSB- in our clothes -RSB- , and they ca n't belong . Are we exclusionary ? Absolutely . ''

The divisive remarks resurfaced earlier this month after a series of protests went viral , from Greg Karber 's video of himself giving homeless people Abercrombie clothing to a Change.org petition for larger sizes by a teenage eating disorder survivor .

The plus-size community particularly took umbrage to the CEO 's business model because the retailer currently does not offer clothes above size 10 or large for women .

`` I challenge the separation of attractive and fat , and I assert that they are compatible regardless of what you believe , '' Baker , 26 , wrote in a public letter addressed to the CEO .

Jeffries has since apologized in a statement : `` While I believe this 7-year-old , resurrected quote has been taken out of context , I sincerely regret that my choice of words was interpreted in a manner that has caused offense . ''

Baker spoke to CNN about Jeffries ' comments and her motivations to address them . The interview has been edited for clarity and brevity .

CNN : You start your letter with a preface that Jeffries ' opinion `` is n't shocking ; millions share the same sentiment . '' The comments are from 2006 -- what motivated you to act on them ?

Jes Baker : It really was n't upset or outrage at all . I 've been an art major for the majority of my academic life , and so I am always trying to find opportunities to do something artistic .

I just thought we do n't see the juxtaposition of typical and atypical bodies in advertising specifically . Since I am a woman and I am fat and that 's what I have to work with , I wanted to show that contrast by finding a male model .

Really , it just came because I wanted to not be angry about it . I wanted to not say , `` This is an outrage , I 've never heard of this before , '' but say , `` OK , well , look at this . Look at how awesome this is . ''

And , I think when you 're talking about really serious subjects , and this is kind of serious , it 's important to be a little bit cheeky and pull in a little bit of humor so that it 's approachable -- and it worked .

CNN : In your letter , you credit Jeffries with creating `` an incredible opportunity for social change . '' What did you mean by that ?

Baker : In the body-positive world , which is still a subculture , fashion for fat people -- what they call `` fatshion '' -- is a really big political statement . So is the concept of , for example , a fat person walking around wearing cut-off shorts and not apologizing for their body being so observable .

Being positive and having confidence is a huge deal . Through a very , very large company that deals with fashion and also deals with unrealistic body images , it 's a perfect opportunity . You 're bringing in fashion , you 're bringing in body consciousness in general , you 're bringing in kids who shop at the mall -- it 's all these wonderful things combined in one opportunity .

CNN : Have you always been comfortable in your own body ?

Baker : No , no , no . I think of all of us , to some certain extent , feel the same things . I was crippled from shame my entire life . Only in this last year have I been so dedicated to this journey of learning how to survive bad days and find wanted days . If anyone tells you they have 100 % good days , they 're probably lying .

I have 26 years to undo and rewire and I 'm still working on it , but it 's definitely a very conscious decision . And writing has really helped , as well .

CNN : The response has obviously been huge .

Baker : It 's wonderful . I 'm sure there are negatives , but for every negative , there are 20 positives .

The most powerful part is saying there is a reality that you can exist in where you 're OK , and it does n't make you gullible or delusional , it makes you strong .

For a lot of people , it 's just a light bulb . I know I had one where I said `` What ? I do n't have to live in self-loathing for the rest of my life ? ''

People are entertaining the idea that maybe there is a piece of self-worth for them out there somewhere . And once it starts , it grows .

CNN : Let 's talk about the actual photo shoot . Were you nervous ?

Baker : I had never met the model until that day . I credit the majority of this to the photographer , Liora , because she really made it come to life .

He was the most genuine , down-to-earth person . It was so much fun .

In the beginning , I was nervous , but mostly because I had never modeled with other people . I have done solo fashion modeling , but never with another person and never in a sexual manner -- so it was a really interesting experiment .

CNN : Have you heard from Jeffries or Abercrombie & Fitch ?

Baker : No , I did n't write this letter technically for them . I like to not invest a lot of my time in people who are dedicated to misunderstanding me . What I wanted to do is reach women who look and feel like me . We never see this pairing ; we never see a fat woman in a positive light . I want to empower the individual woman .

When Mike Jeffries is gone , there 's going to be another company . It 's not about the extra-large shirts at Abercrombie ; it 's about teaching the world that everybody is equal in value .

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What do you think of Baker 's spoof ads and Jeffries ' comments ? Share your opinion in the comments section below .

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Comments made by Abercrombie & Fitch 's CEO offended some consumers

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`` Militant Baker '' blogger Jes Baker spoofed the retailer 's ads by making her own

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The blogger says plus-sized women like her get short shrift from retailers

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Baker says women and men can be `` attractive and fat , '' so retailers should take notice